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badge brands and the new millennial identity
A Report
Understanding millennials is about understanding the fundamental nature of our institutions, what businesses are, why they are, and their role in the 21st century.
top 5 values
@davidbursteindavid bUrstein
that is aPPrOXimately 30% OF the adUlt U.s. POPUlatiOn
there are 74.3 MILLION PeOPle between the ages OF 18-34
1. honesty 47%2. trustworthiness 43%3. responsiblity 42%4. love 42%5. loyalty 41%
30%
shOw yOUr intentboomer parenting, an education focused on teamwork, social media, and settling down later in their 20s & 30s have all increased the importance of ‘friendship values’ among millennials. this means communicating good intentions such as: kindness, generosity, honesty, humility, and social commitment.
amPliFy emPathyempathy is a key trait for millennials, who have grown up and live in a world where ‘friendship values’ are more important. this means showing: acceptance of others, no judgments about lifestyles or behaviors, forgiveness, and being a good listener.
enjOy yOUrselFthe desire for fun, meaning and happiness distinguishes millennials from gen X, and ties into their desire to show ‘friendship values’. this means showing: optimism, sociability, openness to new experiences, enthusiasm, and an ability to enjoy oneself.
badge brands and the new millennial identity 21 OctOber 2014
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2
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liFe’s tOO shOrt tO be UPtight72% 71%
having FUn is a cOre asPect OF my liFe
65%i like smart and witty hUmOr,
like the daily shOw
supports employees
follows through
supports less fortunate
has a core set of morals
works for better world
supports modern lifestyles
puts people over profits helps
people
works with me
62% 57% 57% 54% 52% 50% 41% 35% 34%
what shows a brand has good intentions?
i Understand PeOPle’s Flaws and accePt them
there’s nO shame in FailUre as lOng as yOU’ve tried hard
i Fight FOr eqUal rights OF everyOne even iF my rights
aren’t being threatened
74% 74% 63%
POwer OF intelligencemillennials are the most educated generation in history. they’ve also grown up in an increasingly service-based economy – requiring brains over brawn. intelligence is therefore a key value to communicate, and means showing: creativity, wit, self awareness, curiosity, ability to see through bs, social intelligence, and cultural knowledge.
POwer OF PragmatismPart of being smart is being practical. experiencing the great recession heightened the value of pragmatism for millennials. this means showing: ability to problem solve, finding real solutions, working hard, realism, and innovation.
tOP 3 stePs FOr brands
4
5
61%
being lOgical
61%
seeing bOth sides OF things
59%
being selF-aware
52%
being Practical
45%
trUsting my Own OPiniOn
42%
seeing thrOUgh bUllshit
40%
being cUriOUs
what does it mean to be smart?
When I bought my iPhone, Apple was straight to the point, didn’t beat around the bush, and satisfied my expectations.
71%agree “i’m a realist”
communicate friendship values
• What are your principles, and do consumers understand them?
• If you support your employees, shout about it
• Communicate how you put people above profits
show how you’re intelligent
• Be curious (and show your curiosity) as a brand
• Crossover your products & communications in unique ways
• Assume your consumers are smart
set up friendship values / intelligence as brand kpis
• Build KPI & measurement plan around the key millennial values
mark [email protected]
aleXis [email protected]
aimee [email protected]
mindshareinthelOOP.cOmmindshareUsa.cOm
for more information
